1.

The quality of the data gathered in

qualitative research is highly subjective.
• This is where the personal nature of data
gathering in qualitative research can also
be a negative component of the process.
What one researcher might feel is
important and necessary to gather can be
data that another researcher feels is
pointless and won’t spend time pursuing
it. Having individual perspectives and
including instinctual decisions can lead to
incredibly detailed data. It can also lead to
data that is generalized or even inaccurate
because of its reliance on researcher
subjectivisms.
2. Data rigidity is more difficult to
assess and demonstrate.
• Because individual perspectives are often
the foundation of the data that is gathered
in qualitative research, it is more difficult
to prove that there is rigidity in the
information that is collective. The human
mind tends to remember things in the way
it wants to remember them. That is why
memories are often looked at fondly, even
if the actual events that occurred may have
been somewhat disturbing at the time.
This innate desire to look at the good in
things makes it difficult for researchers to
demonstrate data validity.
 3. Mining data gathered by
qualitative research can be time
consuming.
• The number of details that are often
collected while performing qualitative
research are often overwhelming. Sorting
through that data to pull out the key points
can be a time-consuming effort. It is also a
subjective effort because what one
researcher feels is important may not be
pulled out by another researcher. Unless
there are some standards in place that
cannot be overridden, data mining
through a massive number of details can
almost be more trouble than it is worth in
some instances.
4. Qualitative research creates
findings that are valuable, but
difficult to present.
• Presenting the findings which come out of
qualitative research is a bit like listening to an
interview on CNN. The interviewer will ask a
question to the interviewee, but the goal is to
receive an answer that will help present a database
which presents a specific outcome to the viewer. The
goal might be to have a viewer watch an interview
and think, “That’s terrible. We need to pass a law to
change that.” The subjective nature of the
information, however, can cause the viewer to think,
“That’s wonderful. Let’s keep things the way they are
right now.” That is why findings from qualitative
research are difficult to present. What a research
gleans from the data can be very different from what
an outside observer gleans from the data.
5. Data created through qualitative
research is not always accepted.
• Because of the subjective nature of
the data that is collected in
qualitative research, findings are
not always accepted by the
scientific community. A second
independent qualitative research
effort which can produce similar
findings is often necessary to begin
the process of community
acceptance.
 6. Researcher influence can have a
negative effect on the collected data.
• The quality of the data that is collected
through qualitative research is highly
dependent on the skills and observation of
the researcher. If a researcher has a biased
point of view, then their perspective will be
included with the data collected and
influence the outcome. There must be controls
in place to help remove the potential for bias
so the data collected can be reviewed with
integrity. Otherwise, it would be possible for a
researcher to make any claim and then use
their bias through qualitative research to
prove their point.
7. Replicating results can be very
difficult with qualitative research.
• The scientific community wants to see
results that can be verified and duplicated
to accept research as factual. In the world
of qualitative research, this can be very
difficult to accomplish. Not only do you
have the variability of researcher bias for
which to account within the data, but there
is also the informational bias that is built
into the data itself from the provider. This
means the scope of data gathering can be
extremely limited, even if the structure of
gathering information is fluid, because of
each unique perspective.
8. Difficult decisions may require
repetitive qualitative research
periods.
• The smaller sample sizes of qualitative
research may be an advantage, but they
can also be a disadvantage for brands and
businesses which are facing a difficult or
potentially controversial decision. A small
sample is not always representative of a
larger population demographic, even if
there are deep similarities with the
individuals involve. This means a follow-up
with a larger quantitative sample may be
necessary so that data points can be
tracked with more accuracy, allowing for a
better overall decision to be made.
9. Unseen data can disappear during
the qualitative research process.
• The amount of trust that is placed on the
researcher to gather, and then draw
together, the unseen data that is offered by
a provider is enormous. The research is
dependent upon the skill of the researcher
being able to connect all the dots. If the
researcher can do this, then the data can
be meaningful and help brands and
progress forward with their mission. If not,
there is no way to alter course until after
the first results are received. Then a new
qualitative process must begin.
10. Researchers must have industry-
related expertise.
• You can have an excellent researcher on-
board for a project, but if they are not familiar
with the subject matter, they will have a
difficult time gathering accurate data. For
qualitative research to be accurate, the
interviewer involved must have specific skills,
experiences, and expertise in the subject
matter being studied. They must also be
familiar with the material being evaluated
and have the knowledge to interpret
responses that are received. If any piece of
this skill set is missing, the quality of the data
being gathered can be open to interpretation.
11. Qualitative research is not
statistically representative.
• The one disadvantage of qualitative
research which is always present is its lack
of statistical representation. It is a
perspective-based method of research
only, which means the responses given are
not measured. Comparisons can be made
and this can lead toward the duplication
which may be required, but for the most
part, quantitative data is required for
circumstances which need statistical
representation and that is not part of the
qualitative research process.
• The advantages and disadvantages of
qualitative research make it possible to
gather and analyze individualistic data on
deeper levels. This makes it possible to
gain new insights into consumer thoughts,
demographic behavioral patterns, and
emotional reasoning processes. When a
research can connect the dots of each
information point that is gathered, the
information can lead to personalized
experiences, better value in products and
services, and ongoing brand development.